Performance Marketing

What is Performance Marketing?

 Performance Marketing is a comprehensive term for online

marketing and advertising programs where advertisers pay
only when a specific action occurs. These actions can include
a generated lead, a sale, a click, and more.

 It is a combination of advertising and innovation that helps

retailers and affiliates grow their businesses in ever-changing
ways
Types of Performance Marketing

 Native Advertising - It uses paid advertisements that match the form and feel of
the editorial environment of the page they’re displayed on. These ads are usually
displayed in content recommendation widgets placed below or next to articles in
news outlets or online magazines.

 Sponsored Content - Simply put, sponsored content is a type of paid advertising.

It can take any form – from an article or an infographic, to a video or a social
media post.

 Social Media Marketing – Marketing products and brands on social media to gain
traffic and engagement through likes, shares, and clicks. It’s a large type of
digital and performance based marketing that encapsulates campaign creation
and its launch.
 Search Engine Marketing (SEM) – SEM is a paid effort to gain
brand awareness through search engines. The unpaid version of
search marketing is SEO (Search Engine Optimization). With SEM,
brands use search advertising software to choose target keywords
and build ads that appear at the top of search engines above the
organic results.

 Affiliate Marketing – Affiliate Marketing is a digital marketing

strategy where brands partner with digital creators or an affiliate
network to promote their products online. As a revenue-sharing
method, affiliate marketing is where a retailer pays a commission
to the affiliate when the affiliate’s referral traffic leads to a
purchase or completion of a specific action.
 Performance Marketing Strategy

If performance marketing is about paying for action, it pays to have a strong grasp on the various strategies most
commonly used, and the actions commonly measured.

 Cost per Impression(CPM) – The amount an advertiser pays a publisher per one
thousand times that their advertisement is shown.

 Cost per Click (CPC) – The amount and advertiser pays only when their
advertisement is clicked on.

 Cost per sales (CPS) – The amount an advertiser pays only when a sale is directly
generated by an advertisement.
 Cost per leads (CPL) – The amount an advertiser pays when they receive a sign-
up from a consumer as a direct result of their advertisement.

 Cost per Acquisition (CPA) – The amount an advertiser pays when a specific
action, such as sale, a form completion, or a click, occurs.
Metrics
Conversion Rates, Return on investment, and More

 Conversion Rates – The percentage of visitors who take a desired action, such as
making a purchase, or filling out a form.

 Return on Investment – The amount of revenue generated compared to the cost

of the campaign.

 Cost per Acquisition – The cost of acquiring a new customer or lead.

Tracking Links and Conversion Links
(with tune)

Tracking links - are used by partners to send you information about a user. When
partners promote one of your offers, they embed your traffic link in the
accompanying ad. Then, when a user clicks on that ad, the traffic link :
• Creates a session and starts session tracking in TUNE.
• Optionally requests and stores additional information from the partner.
• Redirects that user to the offer’s landing page.

Advertisers use Conversion links to send information about the conversion to ad

networks or partners. When a user converts on the offer, the conversion link:
• Identifies the user’s session in TUNE.
• Optionally requests and stores additional information from the advertiser
• Records a conversion for that user in the session.
 Postback URL and Server Postback
Tracking

 A Postback URL (AKA server to server pixel) is used in digital marketing or we can
say performance marketing to pass on conversion data between a merchant and a
marketer.
 Postback URLs are important for many reasons. First of all they allow performance
marketers to track and attribute conversions to their ad campaigns. This is done
without placing a tracking pixel on the merchant’s “thank you page”.

Server Postback Tracking

• Server Postback Tracking – also called “postback tracking” is the method of
tracking conversions that uses the advertiser’s server rather than the user’s
browser.
• There are two protocols for server postback tracking – with transaction ID and
partner ID.
Cashback app – KICKCASH

 Kickcash is a mobile app designed to help you earn real money

through cashback and discounts on your online purchases. The
app supports over 150+ stores, including popular ones like
Flipkart, Myntra, TataCliq, MakeMyTrip, MamaEarth and more.

 You can seamlessly transfer your earnings to your Paytm wallet,

UPI, or any other bank account. To start earning with Kickcash,
utilize the app for cashback offers and coupons.
 CashKaro

 CashKaro is India’s largest Cashack & Coupons app and you can actually get paid
to shop online from the biggest e-commerce website and brands. From Amazon
& Myntra to NYKAA & Tata1MG, Cashkaro has over 1500 sites for every type of
online shopping.
 Kickcash vs Cashkaro
– A comparison
1. Founded in year – 2020
2. Kickcash is available as a mobile app
on iOS and Android platforms, but no
website accessibility is offered.
3. Amazon – the biggest shopping
platform isn’t listed on Kickcash.
4. The active users of Kickcash is
comparatively very low than what
Cashkaro has.
1. Founded in year – 2013
2. Cashkaro is available as both a
mobile app and a website, offering
accessibility across various devices
and platforms for user’s
convenience.
3. 3. Cashkaro consists of the biggest
shopping platforms including
Amazon as well.
4. To date, Cashkaro has acquired over
20 million users and last month
alone, 6M+ visitors visited Cashkaro
 5. Talking about social media,
Kickcash’s Instagram page is inactive
from march resulting in lower online
reach.
 6. The Refer & Earn program in
Kickcash is well-versed and fully
descriptive by giving extra info to the
users, like – giving info on detailed
earnings on 1st sale, 1 Prime offers,
every sale, etc.
 
7. Kickcash is more language friendly
than Cashkaro (as seen in the refer
and earn program) as it supports
many languages such as English,
hindi, Tamil, Telugu and Bengali.
 5. Comparatively, Cashkaro’s
Instagram page is extremely active,
posting engaging content and reels
everyday.
 6. Cashkaro doesn’t have a detailed
description on refer and earn
program just like Kickcash.
7. Cashkaro has no options to change
language in its refer and earn
program page.
Conclusion
Key insights and tips

 Performance marketing is a type of digital marketing that focuses on driving

specific actions, such as clicks, leads, or sales.
 Targeting and personalization are key components of successful performance
marketing campaigns.
 Types of Performance Marketing – Native advertisement, Sponsored Content,
Social Media Marketing, Search Engine Marketing (SEM), Affiliate Marketing
 Understanding Metrics like conversion rate, Return on Investment etc.
 Getting familiar with Postback URL and Server Postback Tracking.
 A comparative study of Kickcash vs Cashkaro.